research proposal for new product launch

Market research for new product development in 6 steps

Market research for new product development will help you understand your users' needs, as well as potential risks and market opportunities.

What is market research in new product development?

Why do market research for new product development, the importance of market research in product development, choose the correct type of market research, how to conduct market research for a new product , examples of market research for new products, what product development idea have you been dallying off.

Picture this: you’ve got a great idea for a new product, or for improving your current product or service. At least, you think it’s great. When you explain it to others, they raise their eyebrows.

While you are incredibly enthusiastic about the product, they have critical questions about consumer trends , the market , and those latest developments in the world. Ouch.

‘My gut told me to go for’ won’t convince a lot of investors to invest in your idea. Plus, your designers, marketers and engineers will work in a much more confident way if they know that what they’re working on has a chance to succeed. The only way to give them that confidence, is through market research. And one of the most valuable types of research is that which you’ve carried out among your target consumers. This research provides you with proprietary data (also known as zero-party data ).

In this article, we’ll explore why consumer research is so important when you’re developing a new product or want to change something you’re currently already selling. We’ll take you through five crucial steps and give you some valuable tips along the way.

Market research for new product development can focus on different areas. You can research market viability, the demand for the product you have in mind, the features your target group is looking for, or the best way to position, price, communicate and market your product to your target audience. You take into account your competitors, market developments, and important trends. And whether you’re running market research for a startup or a massive brand, it’s an essential step to make sure your new products hit the mark. This can be a difficult task, leading many to consult US market research companies .

Market research for new product development is all about identifying opportunities and finding out if it’s worth bringing your product idea to life. And if so, how to do that in the best way.

It’s about more than what the competition is doing, and if your target audience would be willing to spend money on you. You can also dive into market trends to identify the best ways to market your product.

You can use market research to fine-tune your product development and the relevant aspects around it. Based on how your audience is developing, what price and type of message would grab their attention? What kind of marketing tactics are likely to work, and what channels dominate your market?

Consumer research is about understanding all the aspects of your market. You can approach it as a big puzzle, and once you have all the pieces in place, you can proudly present a solid plan or research to your investors and team, to help them understand why your product development idea is worth working on.

To get the best consumer insights, send a survey with our concept testing template . And for a sector-specific lowdown, find out all about the food product development process .

Market research for your new product development strategy helps you minimise risks and prepares you for a successful product launch. You get to know your market and audience in a way that helps you create not just the perfect product concept, but also the right messaging and marketing around it—something that will actually resonate with your audience.

Market research is used to base your decisions on facts, not just ideas and hunches – however good you might be at guessing games. Before spending time and money on a product idea, you get a good idea of how likely it is to be a success. This will also help you plan how much time and money you’ll actually need.

Investors and stakeholders will also want to see market research if you want to launch a new idea: they want some kind of security that the product will actually sell. Even though market research isn’t a crystal ball and doesn’t exactly predict the future, when it’s done right it can definitely give you a clear picture of how your product concept will be welcomed into the market.

Market research is not only important to verify if your completely new product idea is worth the work. You can also use it to optimise existing products, by keeping a close eye on how competitors are changing their products. You might even read online reviews on products similar to yours and see that customers are asking for specific features. This is also market research.

This also goes for adding new products to a line to supplement your current assortment, or if you want to start an entirely new adventure with your breakthrough product idea.

Market research for product development, whether new or existing, is all about listening to what is happening in the market. Step outside of your organisation and ask the people who pay for your products how you would make them even happier, or find out what trends you can jump onto now, so you can become a frontrunner in the future.

Product development shouldn’t just be done in-house, with your designers and developers closely looking at the product. It’s easy to get tunnel vision and build a product that’s more focused on what you can and want to deliver, and less on what the customer wants.

Market research done right forces you to step out of that bubble and not just look at how you can make the product shinier, faster and stronger, but how you can give it the right place in the market . Because product development is also developing a marketing and sales strategy . It’s having a customer journey and experience ready to put the product in and turn your customers into fans. All you need to do, is go talk to them!

Moreover, market research helps you determine what the marketing mix should look like, since developing a new product is never just about a product.

Turn customers into fans with market research tools

Compare the top market research tools of 2022, including details on their features and the best ways to use each tool.

Let’s get back to basics: what types of market research are there? We often lose ourselves in the wide variety of tools out there that give you data – but what kind of data is available, and how relevant is it to you?

It’s important to understand where data is coming from and how complete it is. How can you supplement it with additional research to get the full picture? Let’s look at the types of research you can – and should! – combine.

Quantitative market research

Don’t let the saying ‘quality over quantity’ fool you for this one—if you’re trying to make money, quantity certainly does matter. Quantitative research focuses on things you can measure .

How many people are interested in your type of product? What are they willing to spend, on average? Has that number been growing, been steady or are they willing to pay less and less? And if the latter is the case, is the group growing in size at least?

You can also gather information on how happy people are about a product or service. What’s lacking in this type of information is the motives behind it. For that, you need qualitative market research .

Qualitative market research

Qualitative research gives context to the numbers . Yes, people are increasingly interested in product X – but why is that? What were they looking at before, and what made them make the switch? Was it a change in price, a recommendation from a friend, something they saw in the news?

Now, it’s nearly impossible to gather qualitative data for all the quantitative data you measure. That’s why it’s incredibly important that you get that qualitative data from a hyper-relevant part of your target group. Don’t send out surveys to gather quantitative data from a specific part of your target group, and then ask another part to explain those numbers. That wouldn’t be helpful at all.

Qualitative data often comes from focus groups . You could find a focus group in the people that you survey, or by interviewing existing customers that fit the profile you’re studying. This will help you get a real-life picture of consumer needs and consumer problems. The best person to ask is the one you’re trying to fit into a buyer’s persona.

How is qualitative market research important for your product development process? It’ll help you understand the needs of your target market better. You conduct research that will steer your product idea generation in the right direction, gathered by real consumer insights and consumer feedback.

Of course, you can’t come to your market consumer in the initial stages of the process and ask them to design the product for you. You’ll gather the base information you have through quantitative methods and online new product development surveys , so you can ask focused concept testing questions to your focus group.

Primary market research

Primary market research is collecting raw data directly from your target customers or market by doing your own research. It simply means you only use data you yourself have collected,  from things like surveys and focus groups – no trend reports from third parties.

This is important for product development research , because you can’t base your decisions and product development process on someone else’s findings for different product and target group entirely.

Anything you directly collect from your market, whether it’s through focus groups, surveys, interviews or product research is primary data.

Inform your product development with our JTBD template

Get up and running with your next product development project and learn what customers really need with our jobs-to-be-done (JTBD) template.

Secondary market research

Secondary research can be done using existing data . The fact that it’s not brand-new information, doesn’t mean that it doesn’t hold valuable insights. You just need to collect the right information and connect that to information that’s relevant for your case specifically.

Secondary research can be done to identify business risks, for instance by looking at market developments. Competitor research is also a valuable form of secondary research. Through competitor research you’ll get a real understanding of the other options your potential customers have – a good starting point for any new product development strategy.

What parts of market research can you not skip over when your goal is using it for product development research? We’ve divided it up into five bite-sized steps that will give you a solid framework to work within.

Step 1. Exploratory research

Basically, this is researching what you specifically want to research. It’s completely normal not to immediately know what your research goal is, or how you’ll get there. That’s where exploratory research comes in.

You start by gathering secondary data on all kinds of aspects. Find things that stand out, developments that you hadn’t thought about and things you want to know more about.

With that information, you can start defining what’s most relevant for you in this stage. Where are your knowledge gaps, and how do you make sure you get the relevant data to make wise business decisions?

This is not necessarily about gathering as much data as you can – you want to keep it manageable and relevant. Find out what questions you can’t answer straight away, and focus your exploratory research on that.

Step 3. Define research objectives

After your exploratory research, you can start pinpointing what you really need to know to move forward in your product development process.

Will you be focussing on customer needs, or how to get a competitive advantage? Will the market analysis focus on product demand and pricing, or is there still a lot of ground to cover in the physical product and usage habits?

It’s important to have a clear idea of what you’ll be researching. Ask yourself: what actionable insights do I need to win in this market segment? Make your objectives as concrete as you can, so your answers will be focused and you can confidently use them to base your next step on.

Step 4. Define the scope of the research

Of course, market research is a way to minimise risk. But there’s always a risk if you’re venturing out with a new product. You can never get a 100 percent guarantee of what will happen, until you launch your product.

That’s why it’s important to define a scope around your objectives. It can also help you to decide where you can use secondary data, and where you definitely need primary data.

Step 5. Decide on market research tools or partners

Are you going to focus on the product or business as usual while a research agency does the heavy lifting? Or do you want to keep everything in-house? In that case, you’re going to be in charge of deciding what market research tools you use. And the possibilities are nearly endless…

There’s a tool for every part of research, but it’s important that you use tools that are easy to work with, and collect all the data you want, so you don’t need to glue it all together from different tools. Especially if you’re going to talk directly to your consumers, you want to use a tool that’s as easy and pleasant to use for them as it is for you.

Of course, we have some suggestions. Check out our article on the 6 best—tried and tested—market research tools out there. And if you’re leaning towards agencies in the UK, here’s our rundown of the top market research agencies in London . And here are the top market research companies in the US .

Or, if you’d prefer to focus on sending out insightful customer insights surveys, see our list of the top 11 Qualtrics alternatives .

Step 6. Concept testing

As interesting as the market itself may be, this specific research is still about your product development idea. Is the idea you have in mind good enough to enter the market, or do you need input to fine-tune it?

That’s where concept testing comes in. With concept testing, you create an MVP that you can show to your focus groups. You find out what they think about it. What features do they miss and love? What would they pay for this? How easy is it to use?

But, like we said, you’re not just developing a product. You are also developing the marketing and communication around it, and that also needs to be tested thoroughly. That’s why you can also target your market research at your marketing for the new or improved product, by creating mock-ups and testing messaging with your focus group. 

How are brands you love using Attest to do market research around product development? Let’s tale a look at US farming cooperative,  Organic Valley . They save time and money by using quantitive analysis for new product development.

‘For a lot of our day-to-day work we had been using other tools that weren’t necessarily user-friendly, easy to use or intuitive. We were looking for a tool with a fairly rapid turnaround and I wanted my team to be able to use it themselves, I didn’t want to have to go out and hire somebody else,’ says Tripp Hughes, Organic Valley’s Senior Director of Consumer Strategy. He saw a need for a tool that his team could use, without having to go through excessive training.

After seeing Attest demoed at a conference, Hughes brought in some of his peers to take a look. They now use it for market analysis, concept ideation and testing, creative testing, and messaging testing.

Hughes estimates that being able to make quick initial learnings through Attest saves Organic Valley between 10 to 20 times what it would cost to make the discoveries later down the line.

‘The impact is coming in reduced time and improved next-round thinking that we’re taking into focus groups where we’ve got a high-cost factor. If we don’t go in with the right materials and the right framework, we’re wasting money. And so Attest has helped us do a lot of the front-end work that then we’re able to go and build on.’

Read more about how Organic Valley is developing awesome products with insights from Attest in this case study.

We get it – taking risks is scary. But developing new products is exciting, and could lift your business to the next level. And while doing product development research, you could find a lot more inspiration about other improvements you can make in your business.

If you’re looking for a tool that brings you closer to your target audience and helps you find hyper relevant results, try Attest.

Ask the right questions for NPD

Learn which product development survey questions you should ask to discover what customers value most, from pricing to features.

Customer Research Lead 

Nick joined Attest in 2021, with more than 10 years' experience in market research and consumer insights on both agency and brand sides. As part of the Customer Research Team team, Nick takes a hands-on role supporting customers uncover insights and opportunities for growth.

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Must-Have New Product Proposal Templates with Examples and Samples

Sapna Singh

Every year, over 30,000 new items are launched in the consumer-packaged goods (CPG) market, with 95% failing to create any impact, whatsoever. According to Harvard Business School, companies’ most common difficulty when releasing a new product is a lack of preparedness.

When launching a new product or attracting new customers, the most important thing is communicating in a way that satisfies and closes the transaction. Click here  for more information on using well-crafted product proposal templates .

Producers, sellers, and marketers must recognize that introducing a new product in the marketplace necessitates substantial research, preparation, and deep understanding of the target audience. Businesses must listen, track, and collect information to tap into the market and determine what is missing. This demands the knowledge and support of research and marketing agencies to produce an exceptional proposal highlighting your goods in a way that people want.

Get a comprehensive solution for your business’s product advertising needs. To learn more, click  here .

This blog offers the correct launch plan, marketing collateral, promotional materials, and more to help you build, launch, and welcome your product. We’ve also included a few new product proposal templates and samples to get you started.

New Product Proposals: Get potential investors and clients enthused about your idea

These 'Must-Have New Product Proposal Templates' from SlideTeam help you convey product features, benefits, and growth potential. These templates help demonstrate to investors or clients why they should be interested in your concept by emphasizing market demand, financial projections, team strength, and other elements. Use them to highlight the value of your product and what sets it apart from competitors. The 100% customizable nature of the templates allows you to edit your presentations. The content-ready slides give you the much-needed structure.

SlideTeam’s best-in-class PowerPoint Templates make it simple to create winning product proposals that result in more sales.

Allow your new product to shine by using these aesthetically-stunning templates to arouse the interest of potential customers.

Template 1: M arket Research for New Product Proposal Template

Product research is an essential first step before product marketing, or moving to another stage of the product lifecycle. Use this PPT Template to build a market research proposal for your research company to sell your services. It contains a synopsis, objectives, current information, expected outcomes, target demographics, data collection techniques, a thorough research methodology, a project timeframe, planned budget, ethical considerations, and additional results. This complete deck demonstrates a wide range of qualitative and quantitative procedures that your research firm uses to acquire the most recent market data and assist clients in developing their marketing strategy. Use this presentation template to describe why this market research is needed and what contribution this project will make to the field. Download now!

Get it right away!

Download this template

Template 2: New Product Development Proposal Report

Use this PowerPoint Presentation to develop a persuasive proposal that emphasizes the value of your services in new product design. This adds to the product marketing strategy by comparing the value of the project that other designers are offering. It also demonstrates to investors or clients why they should be interested in your idea by emphasizing market demand, financial projections, team strength, and other elements. This PPT Presentation shows the services for the product design proposal, the action plan schedule, the vision, mission, introduction, project description, product design proposal, customer testimonials, terms and conditions, the company’s contact information, etc. Use this complete deck to assist clients in gaining traction for bringing something fresh to the market. Download now!

Template 3: Proposal for New Product Marketing

Product marketing advertises product features to customers. Use this PPT Template to streamline the business-to-business sales process between a seller and a buyer. It functions as a source of information, as well as a sales pitch to persuade the buyer. A cover letter, project context and objectives, the scope of work, plan of action, timeline, activities offered during a product launch, event cost structure, price packages, company overview, client testimonials, terms and conditions, next actions, and contact information are included. This download will aid in communicating the scope and budget of a marketing a new product. Save it now!

Position your brand for maximum visibility and ROI

Product proposal is a vital tool for any company looking to sell an idea, product, or service. Use SlideTeam’s PPT Templates to demonstrate the significant value your organization can provide to businesses in terms of promoting and delivering their products.

PS Explore our content-ready Product Launch Roadmap PPT Templates  for coordinating and managing your product’s release activities in an interactive product launch timetable.

FAQs ON NEW PRODUCT  PROPOSAL

What is a new product proposal.

A new product proposal is a well-defined and unified document that persuades clients or top management to allow the initiation of a specific new product development project, the renewal of an existing product, or the launch of a product into a new market. Business owners and project managers use it as a project management tool. It covers project description, the profile of the company or product development team, the new product project scope requirements, the budget, the timetable for the new product development, and other relevant facts.

How do you write a new product proposal?

• Conduct significant research for your product proposal to identify your target market, uncover challenges and demands, and comprehend how your solution fits into the picture.
• Make a proposal outline and identify sections you intend to include in your product proposal.
• Add relevant and compelling pictures to better promote your product and features.
• Use line graphs, bar graphs, pie charts, and other data types to visualize revenue, profitability, and costs.
• Check that your proposal adheres to your brand requirements.

What are the seven stages in the new product development process?

The product development lifecycle is divided into seven stages:

• Prototyping
• Development
• Improvement

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How to Write Product Proposals That Land Deals (+Examples)

Learn how to write product proposals with our expert tips. Discover inspiring product proposal examples and use templates to create your best deck yet.

8 minute read

helped business professionals at:

Short answer

What is a product proposal?

A product proposal is a document that outlines the concept, benefits, and roadmap of a new product. It's designed to persuade stakeholders or investors by showcasing the product's potential and how it addresses specific user needs or bridges market gaps.

Why do most product proposals fail?

Your product proposal is competing for attention against an army of competitors. For a busy decision-maker, 99% of proposals look alike.

Most product proposals fail because they fail to stand out. What are you doing to be that 1% that makes it in the door?

Stick around, and I’ll teach you how to write a product proposal that opens doors.

You’ll also get concrete examples and templates of product proposals that worked well for others like you.

Let’s dive in!

What should be included in a product proposal?

Creating a product proposal presentation is like painting a picture of your product's future – it needs to be vivid, compelling, and memorable.

Here's a list of essential elements to include, ensuring your proposal captures attention and convinces readers to buy into your vision.

11 elements of a product proposal:

Engaging introduction: Begin with a headline that grabs attention and succinctly presents your product idea.

Product overview: Provide a concise yet thorough summary of your product, highlighting its unique aspects.

Target market analysis: Clearly define and describe the intended market for your product, emphasizing its relevance to this group.

Consumer advantages: Clearly list the key benefits your product offers to its users and the problem it solves.

Market comparison: Analyze similar products in the market, showcasing how your product differentiates and excels.

Development roadmap: Outline the key stages in your product's development, including current progress and future goals.

Team: Introduce yourself, highlighting your background and experiences that add credibility to the product's success.

Promotional strategies: Detail your plans for marketing and promoting your product.

Pricing strategy: Discuss your product's pricing model, explaining how it aligns with market expectations and product value.

Financial projections: Provide calculated estimates of potential earnings, costs, and overall financial growth expectations.

Next step: End with a clear call to action, guiding readers on what to do next.

What is the best product proposal format?

When it comes to product proposals, format is key. The most popular product proposal formats include traditional documents and PowerPoint presentations.

Documents are great for detailed, text-heavy content, allowing for in-depth explanations and comprehensive data presentation.

PowerPoint presentations, on the other hand, are excellent for visually driven pitches, making them ideal for capturing attention with graphics and concise points.

Interactive decks combine the best of both worlds – the detail of documents and the visual appeal of presentations.

They stand out for their dynamic nature, allowing viewers to engage with the content through clickable elements, embedded videos, and interactive data visualizations.

It's a format that not only tells but shows the potential of your product, making it a powerful tool in any salesperson's arsenal.

You can see what an interactive product proposal looks like below:

Product proposal examples that sell your idea

Exploring product proposal examples is a great way to understand what leads to success.

In this section, we showcase a variety of proposals that have effectively achieved their goals, whether it’s securing investment, impressing stakeholders, or launching a product with a bang.

We'll break down what makes each example stand out. You'll see how clear communication, creative presentation, and a solid understanding of the audience and market come together to create a persuasive and impactful product proposal.

Product marketing proposal

This product marketing proposal outlines a strategic approach to boost business efficiency and growth, leveraging tailored consulting solutions to overcome common industry challenges.

What makes this product proposal example great:

Strategic insights and custom solutions: It offers actionable strategies and custom solutions tailored to specific business challenges, demonstrating a deep understanding of dynamic market needs.

Quantifiable success metrics: The proposal highlights proven impacts, such as revenue growth, market expansion, and client satisfaction rates, providing tangible evidence of its effectiveness.

Engaging and interactive presentation: Utilizing an interactive format, the proposal engages readers with a compelling narrative and easy-to-navigate sections, enhancing the overall user experience.

Product supply proposal

This product supply proposal shows how a well-structured presentation, combined with a clear value proposition and user-friendly design elements, can effectively communicate the benefits of a product, encouraging potential clients to take the next step.

Clear value proposition: The proposal effectively communicates a clear value proposition, emphasizing how the presented solutions address inefficiencies in IT systems.

Narrated design: It employs a narrated design approach in the key features section, making it easy for readers to understand the benefits of the offered solutions.

Embedded calendar for easy scheduling: Embedding your calendar in the deck simplifies the process for potential clients to schedule a meeting or demo, enhancing user engagement and facilitating immediate action.

Private label product proposal

This proposal effectively utilizes multimedia elements and customization options to enhance engagement and provide comprehensive insights into the product's value proposition.

Video on the cover: Incorporating a video on the cover page immediately engages viewers, providing a dynamic introduction to the product and setting the tone for the proposal.

Option to embed external links: The proposal includes the ability to embed a link to a detailed case study, offering potential clients a deeper insight into the product's impact and success stories.

Easy personalization: It offers the flexibility to easily create personalized versions of the deck in just a few clicks, allowing for a tailored presentation that can address the specific needs and interests of different clients.

Product distribution proposal

This product distribution proposal is designed to efficiently outline a strategic approach for expanding market reach through various distribution channels, leveraging digital tools for customization and adaptability.

What makes this product distribution proposal example great:

Easily customizable logo placeholders: The proposal includes easily customizable logo placeholders, allowing for quick branding personalization that aligns with the distributor or partner's corporate identity.

Option to edit details after sending the deck: It offers the flexibility to edit details even after the deck has been sent, ensuring that the information remains up-to-date and can be adjusted based on ongoing discussions or feedback.

Option to segment content in tabs: You can segment the content in tabs, making the proposal easy to navigate and allowing readers to quickly access the information most relevant to them.

Product development proposal

This product development proposal is crafted to showcase a strategic approach for creating innovative solutions, utilizing a dynamic and interactive presentation format that emphasizes key information and engages stakeholders.

What makes this product development proposal example great:

Use of grayed-out content: The proposal smartly uses grayed-out content to subtly guide the reader's attention towards the most critical information, ensuring focus on key points and decisions.

Various image and video placeholders: It is equipped with a variety of image and video placeholders, allowing for a rich, multimedia presentation of the product concept, features, and potential impact, making the proposal more engaging.

Option to add an accept button: Including an 'Accept' button streamlines the decision-making process and facilitates quicker progression to the next stages of development.

Software product proposal

This product proposal is designed to present a software solution that combines the charm of retro gaming with modern technology. This deck is ideal for showcasing software products that appeal to both nostalgia and contemporary user needs.

What makes this product proposal great:

Captivating introduction: The deck starts with a compelling introduction that sets the stage for the software's unique features and potential impact.

Mission and vision communication: The proposal articulates a mission that focuses on reconnecting generations through the shared joy of gaming, adding depth to the product's purpose.

Interactive elements for user experience: It incorporates interactive elements like demos or virtual tours, enhancing user engagement and understanding.

Physical product proposal

This physical proposal deck is specifically designed for introducing a tangible product, in this case, high-end headphones. It combines technical details with a focus on user experience, making it ideal for a product that blends technology with lifestyle.

Engaging product storytelling: The proposal opens with a compelling narrative about the product, focusing on its unique features and user benefits.

Strategic market positioning: It features a market analysis section, focusing on positioning the product in a competitive landscape.

Target audience identification: It includes a section for defining the target audience, focusing on demographics, preferences, and buying behaviors.

Product business proposal

This proposal is a specialized presentation designed to effectively communicate a product's strategic plan and development journey. It's crafted to be both informative and engaging, with features that enhance the presentation and understanding of the product strategy.

Interactive timeline: It features an interactive timeline that allows viewers to explore the key value propositions.

Built-in analytics panel: The deck features a built-in analytics panel that tracks its performance. This tool provides valuable insights into viewer engagement, helping to measure the effectiveness of the proposal and make data-driven improvements.

Smart CTA with an embedded calendar: The proposal includes a smart call-to-action feature with an embedded calendar, enabling readers to easily schedule a meeting or consultation directly from the proposal.

How to write a product proposal?

Crafting a product proposal is like telling a compelling story where your product is the protagonist. It's not just about listing features; it's about weaving a narrative that captivates, convinces, and converts. Here’s how you can do it in a few simple steps.

7 steps to write a product proposal:

1) Understand your audience

Know who you're speaking to. Whether it's investors, stakeholders, or potential customers, understanding their needs and expectations is crucial. Tailor your product proposal to address their specific interests and concerns.

2) Define your product’s unique value

What makes your product unique? Focus on the features that set your product apart from the competition. Explain how it solves a problem or fulfills a need better than anything else out there.

3) Structure your proposal effectively

Start with an engaging introduction that piques interest, such as a surprising statistic or a relatable anecdote.

Then, detail your product with a focus on benefits, not just features. Conclude with a call to action that's clear and compelling, like inviting stakeholders to a demo. Make sure every section flows logically into the next.

4) Use persuasive language

Your choice of words can make a big difference. Use persuasive language that evokes emotion and creates a sense of urgency. However, avoid over-exaggeration; stay credible and authentic.

For example, instead of saying, "Our product increases productivity," say, "Imagine reclaiming 10 hours a week with our productivity tool." This approach makes the benefit tangible and personal.

If you want to learn more, check out our guide on how to make a persuasive presentation .

5) Provide concrete data and research

Support your proposal with market research, user testimonials, or case studies. For instance, use data to show market trends that support the need for your product, or include a case study of a beta tester who significantly benefited from your product. Use generative AI to gather such insights.

6) Address potential concerns

Identify potential objections and address them head-on. For example, if cost might be a concern, include a comparative analysis showing long-term savings compared to competitors. This approach demonstrates foresight and builds trust.

7) End with a memorable conclusion

Your conclusion should be more than a summary; it should be a final, persuasive pitch. For instance, conclude with, "Be a part of the revolution in enhancing project management efficiency by arranging a demo with us today."

You can also embed your calendar directly into the proposal to make taking that next step easier than ever.

Here's a great example of a deck with an embedded calendar:

Similarly, adding an 'Accept' button to your proposal can streamline the decision-making process. This simple yet powerful feature dramatically reduces friction, letting your clients commit with just a single click.

This effectively shortens the sales cycle, paving the way for quicker, more efficient business transactions.

Here's an example of a deck with an accept button:

How to design a product proposal?

Designing a product proposal is about creating a visual journey that captivates and informs. It's not just about what you say; it's about how you present it.

A well-designed proposal can significantly enhance the impact of your message, turning a simple document into an engaging experience.

7 design tips for your product proposal:

1) Embrace scrollytelling

Scrollytelling , or scroll-based storytelling, brings your proposal to life, turning static information into an interactive journey. As the reader scrolls, they're drawn into a story that unfolds with each swipe, keeping them engaged and interested.

Here's a great example of scrollytelling in action:

2) Personalize your deck

Personalize your proposal by integrating with a CRM to automatically extract elements like the prospect's name or company name. This level of personalization shows attention to detail and creates a connection with the prospect, making the proposal feel tailor-made for them.

Here's an example of a personalized proposal slide:

3) Use data visualization

Go beyond basic charts and graphs. For example, use interactive timelines to show market trends or animated graphs to demonstrate user growth. This approach makes complex data easily digestible and engaging.

Here's a great example of data visualization use:

4) Include visuals and demonstrations

High-quality images, videos, or even interactive demos can significantly enhance your proposal. They allow the reader to see your product in action, providing a clearer understanding of its features and benefits.

For instance, a short video demo can be more effective than pages of text in explaining how your product works.

Here's an example of a visual proposal:

5) Design for all devices

In today's mobile-first world, your proposal needs to look great on any device. Responsive design ensures that your proposal adapts to different screen sizes, providing a seamless experience whether it's viewed on a desktop, tablet, or smartphone.

Here's what a responsive deck looks like:

6) Use consistent branding

Your proposal should reflect your brand's identity. Consistent use of colors, fonts, and logos reinforces your brand and builds trust. Every element of your proposal should align with your brand's aesthetic and values.

Here's an example of a branded deck:

7) Add interactive elements

Incorporate interactive elements like clickable tabs, expandable sections, or embedded ROI calculators that prospects can adjust to see the potential return on their investment.

These features not only make your proposal more engaging but also allow readers to explore your product in a way that's hands-on and make its benefits more tangible.

Here's a great example of an interactive slide:

Interactive product proposal templates

Crafting a proposal from scratch requires not only a deep understanding of your product but also skills in design, storytelling, and data presentation.

This is where interactive product proposal templates become invaluable. They offer a well-structured starting point, saving you from the blank slide syndrome and hours of design work.

With customizable features, these templates allow you to infuse your brand's identity and tailor the content to your product's unique story.

Grab one from the library below.

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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Home • Knowledge hub • How to write a market research report for a new product launch

How to write a market research report for a new product launch

When launching a new product to market, it’s imperative to be prepared with relevant information. You need a deep understanding of your market, how your products will benefit that market, the potential challenges you might run into, and much more.

This is why it’s so important to write an in-depth, professional, and relevant market research report. Not only to gather and display all the right information but also so that you can share that information clearly and easily with people within and outside your organization. This is important for a wide range of different reasons.

In this article, we’ll look at why market research reports for product launches are so important and show you how to do it as effectively as possible.

Why market research reports are important

Conducting a detailed and relevant market research report before you launch your new product is a good idea for all kinds of reasons. Here are some of the main ones:

• Get buy-in from senior decision-makers . When launching any product, you’ll always want the full support of the top decision-makers at your organization. This can be a tricky thing to acquire, especially if your team is relatively unproven. A detailed and informative market research report can be the deciding factor in winning their support, convincing them that your product is well-placed to succeed, and making it much easier to achieve your goals.
• Learn more about your customers and target audience . One of the main reasons to conduct market research is to understand your prospective customers in more detail. The work you do to compile a report will give you a clear and detailed understanding of what your customers want, what they already like, where they conduct their own research, and much more. This will arm you with the insights and knowledge you need to launch your product confidently and successfully.

Discover ideas for new products and how to improve existing ones . When you research your target market, you’ll likely stumble upon inspiration for new products in addition to the one you’re planning to launch. The feedback you get from your research will also be laced with ideas for improving and tweaking existing products

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How to write a market research report effectively

In the rest of this guide, we’ll show you what you need to do to ensure your market research report is as detailed, relevant, and valuable as it possibly can be. Let’s start with the type of information you need to include.

What you need to include:

Buyer personas.

This is a crucial part of getting to know your customers and the different groups they fall into. You should start by researching your target market members as much as possible through a range of channels — interviews, social media research, email surveys, and more. Then, divide them into demographics and create a detailed persona to represent each one.

This is an incredibly valuable step because it allows you to break down your market and make broad predictions about each group’s preferences, pain points, habits, and desires. If done right, this helps you target your future marketing much more accurately and effectively.

Understand your competitors

Getting to know your competitors is a key element of market research. It allows you to understand what you will be up against when launching your product and what segments of your market might be easier or more difficult to sway from their loyalty to your competitors.

Your research report should contain detailed information about each of your competitors and what they offer. What do their products lack that yours can provide? Why do your customers go to them? How dominant are they in your market? What kind of loyalty do they command? What are some of the keys to their success? All this will help you understand what you’re up against and strengthen your chances of success.

Who did you talk to?

Much of your market research will involve talking to various people and groups of people in situations like focus groups, interviews, and surveys. It’s important to document this side of your research carefully and include it in your market research report. Be sure to break down the people you spoke to into demographics and be as specific as possible — try to align this with your buyer personas.

This will help you understand what different demographics want, identify any areas you may have missed, and see any opportunities for segmentation or expansion, as well as providing clear visibility into your research process and allowing you to justify your findings and decisions to other company members carefully.

Clearly show what will happen next — how will you use your findings? 

When you present your market research report to decision-makers in your organization, their primary concern will be what you want to do with it. Research is only valuable if it has a practical application, which should be a key element of your report.

It’s best to be specific — create plans and roadmaps for campaigns, build strategies, and include timelines and carefully researched cost estimates. If you can present a clear and viable plan for your product launch, it will be much easier to gain the support and buy-in of the higher-ups in your company. Be ready to defend and justify these plans.

Primary vs Secondary Market Research

There are two main types of research you’ll need to do when preparing your market research report: primary and secondary. Here is the difference:

• Primary research . This refers to the first-hand information you have gathered during your research — straight from the primary source. Examples include interviews with individuals, focus groups, surveys, and information from sales teams. It helps add a human touch to your research, incorporating real people’s distinct voices and opinions.
• Secondary research. This is data that your company didn’t personally collect but is available in the form of things like public records, trend reports, and market statistics. While it lacks the specific human element of primary research, it’s a great way to gain valuable overall insights about your target market without having to conduct huge research projects yourself.

Convincing company decision-makers with your market research report

One of the most essential functions of a market research report is to convince your company’s key stakeholders that you are prepared for a product launch and have everything in place to begin the process successfully.

When creating your report, you should always have this goal in mind. Here are some ways to do that:

• Always clearly tie your research for business outcomes. For every conclusion your report reaches, explain what this means for the business and what concrete actions you will take as a result.
• Use as many stats and as much hard data as possible. Clearly express this data in the form of graphs and other visual aids. Show where your data came from, how you collected it, and how your findings will impact your product launch.
• Consider using Porter’s 5 Forces Model . This business model is aimed at understanding and explaining the fundamental market forces at work in any given industry. It can be illuminating to tie your research into this model.

A well-researched and detailed market research report is an essential part of a successful product launch strategy. It allows you to clearly understand your market, formulate concrete plans and strategies, and gain the support of your organization’s decision-makers.

Without one, you’ll be plunged into the dark, facing the monumentally challenging task of launching a product without the support of extensive research and data. To find out more about how Kadence can help you prepare a market research report and launch your product with confidence, contact us .

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Product launch strategy: How to launch a new product in 5 Steps

What is a product launch strategy, the standard product launch strategy is holding you back, 4 common reasons product launches fail, how to launch a product in 5 steps, companies prove this system works, getting started, product launch strategy faqs, join our newsletter for the latest in saas.

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For most companies, product and feature launches are always top of mind because of the potential to attract and retain more users.

Product launch strategies aim for user adoption and brand growth. They are linear and focus on sharing a new product or feature with the entire user base via email campaigns,  regular notifications , posts on platforms like Product Hunt, and general press.

While this approach gets the product or feature in front of a large audience — and results in a short-term spike in growth — there's a lot of needless friction along the way. So much so that developing a sustainable  growth strategy  isn't likely to happen.

Brian Balfour, Founder and CEO of  Reforge , spoke at  Recur  conference and explained why this approach doesn't work (and  what you should do instead ).

A product launch strategy is a planned effort to launch a new product in a market. The goal of most businesses is to launch something and get as much growth and traction as quickly as possible. Many steps, actions, and people are involved in a project launch process. Because of this, having a launch strategy helps you stay focused on the end goal.

Brian shared a quote from the founders of TBH, a social quiz app for teens that was acquired by Facebook, that briefly explains how they were able to launch their product.

“It's critical to design a process that allows you to launch vastly  different product experiences within specific communities  so your product can reach critical mass.”

Taking a one-size-fits-all approach can only hold it back. Instead, companies should make sure that the product launch is tailored to the product one is launching and to the intended audience, similarly to what TBH did.

Often, companies skirt around this concept and, as Brian points out, their new product launch strategy fails for one of four reasons. Let's discover how these hold you back from long-term growth.

1. Word-of-mouth is not enough

At the heart of almost every successful growth strategy is word of mouth (WOM). Brian explained that a good way to evaluate your growth is to take away all other forms of your marketing  strategy  — this means emails, paid ads, anything that promotes your product — and see whether your company continues to grow.

If churn outpaces growth, then WOM isn’t strong enough to support your business on its own. With WOM, growth might be slow over time, but this sets the stage for accelerated growth later on because it builds such a strong foundation.

The problem, as Brian pointed out, is that “brands see WOM as something that just happens, not scientific, and not something that can be controlled.”

Think of WOM as a loop that looks something like this:

New users sign up to use a product, they use the product and realize that it exceeds their expectations in comparison to other alternatives, and in turn tell other people about it. Those people decide to try the product as well, and the loop repeats itself.

What brands don't realize is that Step 2 of the loop, Greatly Exceeds Expectations, can indeed be controlled. Brian explained that, at this point, you control “the audience coming in and what the audience experience is.”

All too often,  product launch  strategies show the same promotional material to the entire audience and expect users to want to share it. But because new products and features are launched as early versions not meant for everyone, users whose expectations have not yet been greatly exceeded give negative feedback and kill the WOM cycle.

The people you want to focus on are those you’ll meet at Step 2 — it’s the segment of users who are most likely to have already had their expectations met and will be most likely to tell everyone about a new product or feature.

2. Validating product and feature hypothesis slows down

An important part of your launch plan is validating the product and feature quickly. This is done by using the following:

Qualitative signals

Like Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT) can be corrupted when you get negative feedback from users who are not meant to test the first version of your product or feature. Avoid “noisy” qualitative feedback, which hides the real feedback you need and slows down your validation process, by segmenting your audience.

Feedback from the entire user base (in gray) drowns out the feedback from your target segment (in blue).

Quantitative signals

Like  retention curves show how well you're able to retain users over time  and deliver on the promised value. Without segmenting your audience, this, too, can result in a slow validation process.

Launching to everyone results in lower retention rates over time.

Brian explains “It's easy to think that we can work backwards to try to find that diamond in the rough. In reality and in practice, this is 10X more difficult than we actually think it is... It's highly unlikely that you'll find that diamond in the rough in hindsight if you fill your system with needless data.”

The result is that it takes much longer to deliver on a product that meets the needs of the right segment of your audience.

3. Too much communication

Users have only so much attention to give your product. It's in your best interest to be protective of their experiences and avoid bombarding them with irrelevant messages that test their patience.

Reforge uses the “Psych” Framework, developed by Darius Contractor, to determine user intention and motivation. “Psych,” Brian explained, is defined as “a unit of measurement of user motivation or attention.”

Brian used the analogy of a fuel tank that can be filled with all the items users want. He explained that these are things that add value, meet user needs, and result in a positive experience. But fuel can also be removed from the tank — for example, irrelevant messages consume fuel.

The problem, as Brian pointed out, is that “it's much harder to fill the fuel tank than it is to drain it in today's environment, where all of our customers are getting overwhelmed with messages.” The reasoning is that irrelevant messages require more of a user's attention than positive, targeted messages, which require less attention.

Standard, linear product launch strategies target all users, an approach that depletes the fuel tank and threatens successful future launches.

4. Only envisioning the short-term

The goal for launches is to create a long-term, sustainable growth strategy. Reforge thinks about their sustainable growth strategy as a qualitative growth model grounded in strong communication. This includes various components, like publishing and endorsements, categorized by acquisition loops that feed the system and by habit loops that manage retention.

Are you setting yourself up for success? Brian suggested asking yourself two questions:

• How does one cohort of users lead to another cohort of users?  This requires you to look at the series of actions that leads to getting more users in the future.
• How does one user interaction lead to more interactions?  This requires you to look at how your system retains users.

The problem is that a lot of time and energy goes into thinking about launches and little time goes into making sure the strategy behind them leads to medium- and long-term growth.

Brian advised switching that thinking so that “the launch is used in service of the model. It's there to jump-start that engine and the sustainable system.” He continued, “The launch isn't meant to be the be-all and end-all because it only provides a short-term spike that goes away very quickly.”

So how do you improve product launches? Stop launching to the masses and start small.

Instead of the standard product launch strategy, use a more detailed, five-part loop based on TBH's approach to growth: Launch a vastly different  product experience  to specific communities in order to reach critical mass.

When these elements are combined, you’ll find the right users to target and improve long-term retention. Here's what the product launch process (or “loop”) looks like:

• Define your scope
• Access who needs the product
• Filter your list for the best users
• Use a success signal
• Leverage your signals for the next user group

We define these launch strategy steps in more detail below.

1. Scope the launch

Start by defining your target audience. Brian explained that instead of blasting your entire audience with your product or feature, you should use product development to build products and features for specific audiences.

This requires narrowing down your target audience within your user base as much as possible.

Once you've scoped out your audience, define it so that you're targeting the people most likely to have already had an experience with your products that exceeded their expectations.

2. Access your target audience

Next, get in front of these people. Use tactics like Hacker News, email, paid ads, press releases, a  changelog  to announce product changes, referrals, Medium blog posts, and Product Hunt to promote your product or feature to your audience.

3. Filter to your best users

Once you have your audience's attention, find the users most likely to appreciate and understand the beta version of your product or feature. Who are your early adopters?

Brian explained that sharing your launch with your target group is a little like casting a net. You're going to find some people who fit the scope you've defined, and others who aren't an exact fit. Filtering helps you get to the right audience.

To find your audience, gather information from the following sources:

This gives you access to “passive data,” so when users sign up, you can use their email addresses to  learn more about your audience . For example, their company, its size, their role, and the location.

Internal data

This includes information you gather from sales and support conversations if you're launching a feature within an existing product.

User-submitted information

This offers good friction and helps you find your target audience. For example, use surveys, wait-lists, and special-access lists that incentivize the right people to join.

4. Identify a success signal

Brian pointed out that narrowing down your target audience makes it easier to get to success signals than if you target everyone at once.

The result is more accurate, less noisy qualitative and quantitative signals that give a stronger indication of whether you've achieved  product/market fit .

If you're launching a feature inside a larger product, go one step further to find feature/product fit. Casey Winters, former growth lead at Pinterest and Grubhub, explains feature/product fit this way:

"Feature/product fit requires the feature to improve retention, engagement, and/or monetization for the core product... If it doesn't, this means it is cannibalizing another part of the product."

Without feature/product fit, you end up with lots of new features but no lift to retained users.

A better scenario is to introduce features that support the product and have a positive effect on the retention curve. Feature/product shifts the curve up to show that the adoption of new features results in higher  customer engagement  and retention.

5. Leverage for your next launch

The final step of the loop, once the success signals have been identified, is to figure out how to leverage these signals and launch to the next group of defined target users.

It takes time to release a product or feature, so the goal should be to introduce it to a new layer of users as you go until it's eventually exposed to your entire user base.

Brian encourages to “Expose your product or feature to more users progressively over time as more value is added to the product... For example, tightly control the WOM loop and validation until the point where you hit a tipping point and can launch to everyone without worrying about killing WOM loop and slowing down validation process with too much friction.”

Keep repeating this five-step loop until you get the new product or feature out to all users.

An example of a company making this five-step approach work is  Superhuman , a fast, new email service provider.

It was launched over two years ago but isn't publicly available yet. To get access, interested users have to join a waitlist first and then go through an extensive validation process to determine whether they're an ideal user.

Based on Brian's experience, his validation process looked like this:

After joining the waitlist, there was an initial survey to gauge basic demographics. Then there was a more detailed 20-question survey about email usage. This was followed by a manual follow-up email meant to clarify one of the answers from the survey. The final step was a manual onboarding process that leads had to sign up for.

For most people, this process would be a turnoff. But the results show that this company has more WOM promotion than most new companies. They're using the five-step process, which allows them to identify their ideal target users with the waitlist, filter users down with survey questions, measure success signals by verifying product/market fit, and leveraging this through the tech press and social media shoutouts they receive.

The main takeaway here is to realize you can't launch to everyone and then narrow down your target list based on who uses the product most. You can't start big and then work backward based on what sticks.

While this approach might have worked for a product like Flickr, it's rare and doesn't work for the majority of brands. This approach fails because of one of the four reasons typical launches don't work. A better approach is to stick to a proven, structured, scientific process that has proven to get results.

The five-step, repeatable launch process works and is a quicker path to validating questions and assumptions. There is more work required up front in your pre-launch phase, but this pays off in the end with a higher retention curve.

Take a look at your product launch strategy as it stands today, and find gaps and opportunities to filter your target user audience and find your success signals.

Developing your customized, repeatable launch process takes trial and error because tactics that work for one company may not necessarily work for you. You can nail your next product launch with the right market research and pre-launch planning. Find your mix of tactics, product tools, and processes that will get you to attract more of the right users and retain them for longer.

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Here are the answers to the most popular product launch strategy questions.

How do you create a product launch strategy?

A product launch strategy has many steps and moving parts. It usually takes multiple teams and people to both create and implement it. Some of the most common steps include: Understanding the problem the product is trying to solve, deciding what channels to promote the product, creating launch assets, and doing a post-launch retrospective.

What are the six steps of a product launch plan?

The six steps of a product launch are: testing the product before the launch, training the team, preparing for the launch, launching the product, establishing launch metrics, and the post-launch retrospective.

What are the three types of product launches?

In software development, most product launches fall under one or more of the three types. They are:

• Products that create new value
• Maintenance or support of an existing product
• Investing in internal products and other capabilities

Related reading

Product Launch Plan: 17 Tips to Ensure a Seamless Launch

Published: July 20, 2021

If your product team is working on the next big thing , there ought to be an equally awesome promotion strategy to spread the word.

While some companies are guilty of drafting a press release, crossing their fingers, and hoping that the users will come, there's actually much more to it than that.

Quite simply: If you have big news, you need a big strategy. And that's where your product launch marketing plan comes in.

Product Launch Plan

A product launch is the coordinated effort of bringing a product to market and announcing it to the world. The marketing plan outlines the messaging and marketing strategy for doing so effectively with the end goal of getting customers to adopt the new product.

From establishing the proper messaging and creating the assets to enabling your sales team and keeping momentum, there's a lot that goes into putting together a solid product launch plan.

At HubSpot, I work on the product marketing team, and we're responsible for launching all of HubSpot's new products. Our experience has shown us that there are three distinct phases of a product launch: the pre-launch, the launch, and the post-launch.

Free Product Go-to-Market Kit

Free templates to ensure that your whole team is aligned for your next product launch.

• Product Launch Template
• Product Roadmap Template
• Sales Plan Template

You're all set!

Click this link to access this resource at any time.

Before you launch, take the time to get really close to the product. Work with your product team to understand the problem they are trying to solve. Join them as they do users tests. Chat with them about their product philosophy. And most of all, ask a ton of questions -- especially if you’re not familiar with the space.

Focus on understanding their vision and becoming a product expert. Outside of the product manager, the marketer launching the product should be the most knowledgeable person at your company about that product.

By understanding the product and performing market research, you'll be able to align your messaging strategy with the product. The primary goal will be to bridge the gap between what the prospects' pains are and what the competition is not doing to address them.

• Where you'll advertise (e.g. search engines, social media, traditional channels)
• Where you'll promote your message organically (e.g. social media, blog, website homepage, events)
• How you'll get picked up by media outlets (i.e. your PR strategy and media outreach)
• Who you'll rely on to spread the word (e.g. partners, communities, forums, third-party marketplaces)

During the pre-launch phase, you'll have decided what channels to promote on, established relationships with any partners who will help you do so, and created the assets that will draw attention to your messaging on these channels.

The launch phase is simply the execution of all your planning. This phase is much shorter than pre-launch: it can take a day, or a week -- depending on how long you feel you need.

As you prepare to move on to the launch, you want to stay focused on the work and be ready to put out any fires.

Post-Launch

The work isn't over simply because the product is launched. In the post-launch phase, you'll do a retrospective, pulling together the data to determine what went well and what didn't go so well.

In addition, a product still needs to be maintained and improved upon beyond its launch, taking into account customer feedback in order to maintain adoption and retention.

This is, of course, a high-level overview of a product launch. However, there are some specific tactical things that you can do to help your launch go off without a hitch.

Product Launch Tips

• Research the space in-depth.
• Focus on a single buyer persona.
• Write a mock press release.
• Build your messaging, but don't marry it.
• Try out your messaging.
• Get involved in the beta.
• Change your messaging and find the best hook.
• Set ambitious goals.
• Take the time to get the market ready.
• Build compelling creative assets.
• Assemble your go-to-market strategy.
• Choose the right channels.
• Activate your sales team.
• Make it an event.
• Lean into the momentum.
• Revisit your go-to-market doc for reporting.
• Shift your focus on retention.

1. Research the space in-depth.

At most companies, the product manager will own the problem that the product solves. They’ll have a deep understanding of who the end-user is and what their unique needs are.

The product marketer's job is to understand the market. They must be able to answer questions like:

• What’s the larger narrative around this space?
• How do current customers feel about it?
• What do people like and dislike?
• Is it growing and cutting edge or old and getting disrupted?
• What are the leading strategies and tactics in this space?
• What is your company's unique point of view when it comes to this space?

2. Focus on a single buyer persona.

You may not need to reinvent an existing buyer persona, but you should outline who amongst your target audience is a great fit for this new product. What kind of challenges do they have? How do they work? How big is their team? Talk to people who fit this profile to really understand their needs and goals.

If you need help organizing this information, check out these buyer persona templates or this handy tool .

3. Write a mock press release.

At HubSpot, we write a mock press release before we launch a product. We do this very early on in the product’s life to ensure that everyone involved in the launch is aligned on the messaging.

To give you a better sense of how this exercise unfolds, here's an example:

But we're not the only ones practicing this approach. In fact, the folks at Amazon use this exercise , too. The idea is that when you work backward and start with the press release, it's easier to put yourself in the customer's shoes.

If the press release doesn't sound very interesting or fails to conjure a reaction, it's likely that there's more work to be done.

(Need some help getting started here? Check out these free press release templates. )

Free Press Release Template

A free guide and template to help you run your company's PR.

• Company Announcements
• Promotion Checklist
• Guide to PR Best Practices

4. Build your messaging -- but don’t marry it.

Messaging or positioning is mostly about refining your product narrative to focus on only the most valuable aspects of the new product via a simple message.

This is tough.

Most product people have the urge to communicate how great individual features are --something you want to avoid in launch messaging. At launch, you may only have someone’s attention for a few minutes or seconds, so your messaging needs to be persuasive, simple, and unique. It needs to communicate what your product actually does and communicate its high-level value.

You want to get this right, but don’t over-commit to messaging. It can (and should) change as you share your messaging with internal folks and customers.

Elements of good position often include:

• The problem it solves
• A list of core features
• The value prop
• A 10-word positioning statement

In the screenshot above you can see some of these elements in action on the HubSpot Ads product page .

5. Share your messaging with everyone.

It’s time to take the messaging you’ve been slaving over and get it in front of your co-workers, customers, and prospects.

This is often the least fun part of a product launch. Mainly because no matter how good your positioning is, it takes time to get the pitch down, and not everyone will get it.

It’s good to start with individuals who may be a little more forgiving and honest before presenting to executives. Use every meeting to pitch people and ask questions. You want to gather as much info as possible here and root out any confusing or bad messages.

6. Get involved in the beta.

Having a group of beta testers evaluate your product before you release it to the public is a really important step. At HubSpot, we release products to a group of folks -- our beta testers -- that have opted-in to give us feedback in exchange for early access.

If your company does this, make sure you are talking to the customers using the tool in the beta. Capture their stories, review their performance, and validate your value prop with them. This is your opportunity to test your messaging and build real-world proof to support your pitch with an audience that is ready to share feedback.

7. Change your messaging and find the best hook.

After talking to prospects and salespeople, and seeing how beta users use the product, it’s likely that you've uncovered a thing or two about your messaging that you might want to adjust. That's good.

If you’ve done things right, this won’t mean drastic changes, but most likely a tweak to the value prop or tagline.

8. Set ambitious goals.

You need to be deliberate and ambitious with the goals you set, and that can be challenging when you have a new product without benchmarks. To combat that, we ask the question: “If everything went exactly right, what is the highest possible number -- whether that be leads, users, etc. -- we could achieve?”

This sets a ceiling for your campaign -- a number that is realistically almost never achieved.

If I project that the highest possible number of leads the campaign can generate is 500, and I end up with 450, I know we got just about everything right. If I generate 550 leads, it means I probably didn’t do a great job of setting a realistic ceiling. And if we only generate 300 leads, we know some tactics didn't work at all.

The image below can be a useful slide as part of your go-to-market plan:

9. Take the time to get the market ready.

If you’re launching a new product that enters your company into a new space -- potentially a space where your company doesn’t have a ton of authority -- start creating content about that space pre-launch.

You’ll want to seed this content for SEO purposes and to establish your company as experts in the market. It’ll also give you a chance to see what kind of content resonates prior to the launch, as well as help you surface any issues.

10. Build compelling creative assets.

At this point, you’re close to launch and it’s time to start building launch assets. But before you start writing emails or building landing pages, think about the customer journey:

• How do people make purchase decisions in your space?
• What do they need before buying?
• Is it a free trial? A demo?
• Is it best for them to talk to a salesperson?
• What do they need to know before they get to that point?

Once you've answered those questions, outline your conversion path. How will you first get people's attention? Perhaps it's an email, that drives people to a landing page, where users are encouraged to fill out a form.

Once you have this, get to work building the actual forms, site pages, videos, social posts, emails, and other tactics that will drive users down your funnel and to your conversion point.

(If you're looking for inspiration, check out this list of the best promotional product videos we've ever seen. )

11. Assemble your go-to-market strategy.

All the elements I’ve mentioned should come together in a deck or a doc -- something that is clear, complete, and easily shareable.

This is your go-to-market guide: A holistic document of all launch activities, planning, and goals. This can include pricing recommendations, market research, competitive analysis, and any other relevant information you might need.

12. Choose the right channels.

During the planning phase, you should have outlined the channels you want to use to share your message. This is not a "the more the merrier" sort of thing -- a mistake new product marketers often make.

Be sure to avoid channels where the audience may not be the right fit. Pick one main channel -- an event, a Product Hunt post, or blog post -- and use email, social, paid, and other channels to support that main post.

For example, in 2018, we launched HubSpot's free email marketing tools on Product Hunt . We choose Product Hunt because it serves as a great way for startups and technology companies to introduce new products to a community of product-centric influencers.

Before you launch, do a final check to ensure that everything works -- buttons are functioning, forms are working, copy and creative looks good, and so on.

If you’re at an event, make sure you’re over-communicating with your team. At this point, anything that can go wrong will go wrong. Be prepared for that.

13. Activate your sales team.

Work with your sales team to coordinate meetings and outreach the day of the launch, or directly after. And use signals from your marketing efforts to drive the hottest leads to sales right away.

If you running an event, make sure your sales team has the opportunity to talk to customers in an organized way. That might mean ensuring there is a comfortable space for them to meet with customers, computer access, or a system for booking meetings.

14. Make it an event.

Even if your launch isn’t a live event with speakers, you can still make it an occasion.

Host a webinar or Hangout On Air, do a Reddit AMA, or try out a live social chat. Leverage apps for startups to manage and host events for free. ( Here's a helpful guide to get you started on the right track with Facebook Live. ) Invite influencers to check out your product. Bring customers and press into your office for a live demo of the new product from your product team.

Whatever you do, strive for an in-person element. It'll help propel your launch even further.

15. Don’t lose your momentum.

You’ll reach a lot of people with your launch, but it often takes several touchpoints before someone is convinced to start a trial or get a demo. Make sure to continue to move folks who’ve raised their hands as "interested but not ready to buy" down your funnel.

This means nurturing emails, free trials, demos, and more in-depth, product-focused webinars and activities. Build extra creative, like a longer video or social media posts that you can save for after the launch. This will give you fresh assets to share.

And don't forget about educating your sales team. It will take a while before all your salespeople feel comfortable with this new product, so it’s important to arm them with amazing sales collateral (demo video, one-pagers, etc.).

Beyond that, you can make a big impact by joining their calls: Getting on the phone and pitching the product with them the first couple of times will give them the confidence they need to carry the torch.

16. Revisit your "go-to-market" doc for reporting.

With all the work that’s going into launch, you don’t want to have to retroactively figure out what to report on. If you’ve done a good job with your go-to-market doc, you should be able to create a new slide and fill in your results with real numbers.

Once you’ve had a little more time away from your launch, spend some time analyzing the results. Where did your campaign succeed and fail? What did you fail to anticipate? What did you learn? Post these to your internal wiki or as a public blog post.

17. Shift your focus on retention.

Now that you’ve successfully launched a new product, shift your attention to retention. Marketing can generally play a bigger role in driving new users, but it’s important to work with your product team to figure out how you can help keep those users around.

This means more ongoing education like post-launch product webinars, as well as sharing case studies and success stories to show your users what they can achieve with your product.

Editor's Note: This post was originally published in September 2013 and has been updated for freshness, accuracy, and comprehensiveness.

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Use this template to organize the best product launch ever.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

Prep for Success: The Value of Pre-Launch New Product Research

Executive Summary

The executive summary is a concise overview of the product proposal, highlighting the proposal’s main points. It should be written to capture the reader’s attention and encourage them to read further. 

It should provide an overview of the problem/need, market demand, competition, and potential market share. And a brief description of the product’s features and unique selling proposition.

The executive summary should be brief, compelling, and give the reader a clear understanding of the proposal’s main objectives.

Problem and Solution

Specify the issue or need that your product attempts to address. Describe how your product will resolve that problem.

Your product may not be the only one available in the market. So instead of concentrating solely on “uniqueness,” make a strong argument by highlighting your research, motivation, and capacity to resolve the problem(s).

Market Opportunity

The market opportunity tells potential investors the demand for the product, the competition, and the potential market share. It also showcases the customer’s needs, the market trends, and the buying behavior of potential customers. 

This information helps ensure the product is tailored to the target audience, addressing their specific needs and preferences. Extensive market analysis will help you discover the market demand for the product and help you create unique buyer personas.

Significant Differentiators

What distinguishes you from your competitors? Emphasizing your product’s features and benefits is not enough. You must also specify why clients should select your solution over competing ones.

The one, two, or even three things that set your product apart are typically its key differentiators. This might be related to price, a particular feature its competitors don’t have or even accessibility.

Product Description

The product description is a detailed overview of the proposed product, including its features, benefits, and unique selling proposition. It should clearly explain what the product does and how it solves the customer’s problem.

The description should also highlight unique features that set the product apart from its competitors. It is important to provide a comprehensive and detailed product description to enable the reader to understand the product’s value proposition.

Product Demonstration

Even better than describing your product is displaying them in use. Your proposal presentation can include a practical product demonstration. If your product is software, you can even incorporate a pre-recorded demo into your digital document.

Videos of actual individuals using your tangible products can also be added. In essence, the product demonstration part focuses on how your product functions in the real world. So that your audience can completely appreciate its potential, worth, and usage.

Development Plan

The development plan outlines a clear and realistic product development plan. It should include a timeline for the development process, the resources required, and the budget.

This plan should be detailed enough to give the reader a clear understanding of the product’s development process and associated costs. It should also highlight any potential risks or challenges during the development process and how you will address them.

Marketing Plan

The marketing plan outlines the strategy for promoting and selling the product. It should identify the target market, the pricing strategy, the distribution channels, and the advertising and promotional activities.

Ensure that the marketing plan effectively promotes your product to intended audience. The plan should be based on a thorough understanding of the target audience, the competition, and the market trends.

Financial Projections

The financial projections include a forecast of the product’s revenue and costs. This includes a break-even analysis and a return-on-investment analysis. The financial projections should be realistic and based on sound assumptions.

It is important to consider the potential risks and uncertainties when developing financial projections. This will help to ensure that the projections are accurate and reliable.

Project Team and Investors

Mention your team members in your proposal, as this can significantly impact how your audience perceives your brand and product. If your team consists of seasoned experts who have previously worked on successful products, it will establish confidence and trust.

Including any current investors or business partners you may have can increase potential investors’ trust, seeing that other people support your idea.

Conclusion and Call to Action

Provide a summary of the key points and include a call to action. Remind the reader of the proposal’s main objectives and highlight the key benefits of the proposed product.

Also, encourage the reader to take action, whether investing in the product or providing feedback on the proposal. You may include interactive buttons that link to your social media pages or website.

Overall, your conclusion should leave the reader with a positive impression of the proposed product and the proposal itself.

How to Write an Effective Product Proposal

Writing a product proposal can be challenging, especially if you’re unfamiliar with formal documents. However, you can create a compelling and persuasive proposal that stands out with the right approach. 

Here are some tips for writing a compelling product proposal:

1. Conduct research.

The first step in writing an effective product proposal is to conduct thorough research on the product and its potential market. This involves identifying your target audience and analyzing competitors, customer needs, and market trends. 

It’s also important to know who you’re presenting your product proposal to, so as to ensure the proposal meets their needs and demands. Understand their interests, concerns, and priorities and personalize your proposal accordingly.

2. Develop a structured outline.

Once you have gathered sufficient information, create an outline for your proposal. This will serve as a framework for organizing your ideas and information in a logical and structured manner. Thus making it easier for readers to follow and understand your proposal.

3. Select a suitable proposal template.

Choose a proposal template appropriate for the type of product you are proposing. Templates provide a framework for the proposed layout and design, saving you time and ensuring a consistent visual appearance throughout the document.

4. Write clear and persuasive text content.

Begin writing your proposal using the outline and template as a guide. Clearly explain the product’s features, benefits, and unique selling points.

Include relevant statistics, data, or testimonials to support your claims and persuade readers of the product’s value.

5. Generate visual representations of market data.

Incorporate graphs, charts, or other visual aids to illustrate key market data and trends. This makes the information more engaging and easier to understand for the reader.

6. Add interactive elements

Consider adding interactive elements, such as videos or product demos, to your proposal. This can engage your audience further and provide a more immersive experience.

7. Establish your brand identity.

Ensure your proposal aligns with your company’s branding and style guidelines. This helps to create a consistent and professional image that reinforces your brand identity.

Once your proposal is complete, share it with your team, stakeholders, or potential customers. Make sure to also save a copy for your records.

New Product Proposal Sample (Template)

Follow this new product proposal sample to persuade readers of the value of your product.

Product Proposal: [Product Name]

Introduction:.

[Product Name] is a new product that is designed to meet the needs of [Target Audience]. Our product is a [Product Category] that offers [Unique Selling Point]. We believe that [Product Name] will be a game-changer in the market and provide an excellent solution to [Target Audience’s] needs.

Product Description:

[Product Name] is a [Product Category] that offers [Unique Selling Point]. It is a [Product Type] that is designed to provide [Benefit] to [Target Audience]. Our product is made from high-quality materials and is built to last.

[Product Name] has [Product Feature], which sets it apart from other products in the market. [Product Name] is easy to use, and its [Product Feature] makes it a must-have for [Target Audience].

Market Analysis:

The [Product Category] market is [Market Size and Growth Rate]. However, no product currently offers [Unique Selling Point]. We believe that [Product Name] will capture a significant market share due to its [Unique Selling Point].

Target Audience:

Our target audience is [Target Audience]. They are looking for [Benefit] and are willing to pay for a product that meets their needs. They are also [Demographics and Psychographics].

Marketing Strategy:

Our marketing strategy will focus on [Marketing Strategies]. We will employ [Marketing Tactics].

Revenue Projections:

We project that [Product Name] will generate [Revenue Projection] in the first year, with a growth rate of [Growth Rate] in the following years.

Conclusion:

[Product Name] is a unique and innovative product that will provide [Benefit] to [Target Audience].

Our product will be a game-changer in the market and will be successful due to its [Unique Selling Point]. We look forward to launching [Product Name] and providing our customers with an exceptional product.

Final Words

Creating a captivating new product proposal is essential to gaining support and investment for your product.

By including the right elements, using clear and concise language, you can create a persuasive proposal that captures your audience’s attention. 

Follow the new product proposal sample in this guide to create a compelling proposal that will persuade readers of the value of your product .

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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How to Make a Business Proposal for a New Product Launch

If you have a great product idea and want to launch it into the market, you’ll need to put together a business proposal. This document will outline your plans for how you will introduce the product to customers and convince them to buy it. To ensure your new venture is set up properly from the start, consider using one of the best LLC services available. Ensuring your business is legally structured effectively is crucial, as it makes your proposal more credible and convincing, so potential investors will take your idea seriously.

When you’re proposing a new product, you need to show that there’s a market for it and that there’s a way to make money from it. You’ll also need to provide specifics about your product, such as what it is, what it does, its features and benefits, and how much it will cost. You can opt to create your own but you can always use a  business proposal template to get you started.

Here are the basics for creating a business proposal

Before you can propose a new product, you need to do your research. This means studying the market, identifying your target audience, and understanding your competition. It’s also important to have a realistic idea of how much it will cost to develop and produce your product.

Use Professional Product Launch Services

If you’re not experienced in product launches, it may be helpful to hire a professional to assist you. They can help with market research, designing and implementing your launch strategy, and creating a budget for the entire process. As explained by the folks from Kyck Starts , tailoring your product launch plan to your specific industry and target audience can greatly increase your chances of success. Just make sure to do your due diligence and research before deciding on a professional service to work with.

Creating a Short Business Proposal Sample

Once you’ve done your research, you’ll need to create a business plan. This document will outline your product, your target market, your marketing strategy, and your financial projections . Start from a short format and complete details as you go along.

Creating a Product Proposal Format

Once you have a business plan, you can start creating a product proposal. This document will include all of the information about your new product, from its features and benefits to its production costs. It should also explain how you plan to market and sell it.

• This should include all of the information about your product, including the following:
• – Product name
• – What the product does
• – How it works
• – Who is it for
• – Why people need it
• – What makes it unique
• – The target market
• – Competition
• – Pricing
• – Estimated sales
• – A marketing plan
• – Estimated costs of development and marketing

Once you have created your template, you can begin filling in the information. Be sure to make a strong case for your product and back up your projections with evidence. If you can, include quotes from experts who support your product. You should also be prepared to answer any questions that your subjects may have.

Proposal  presentation

Once you have a finished product proposal, it’s time to present it to potential investors or customers. Be prepared to answer questions about your product and to explain why it’s a good investment. Remember to highlight the strengths of your product and make sure that your financial projections are realistic.

After you’ve presented your proposal, be prepared to follow up with potential investors or customers. Answer any questions they may have and work to close the deal. Remember that it may take time to get a response, so be patient and stay in touch.

If you’re looking to launch a new product , use these tips to create a winning business proposal . Do your research, create a business plan, and present your proposal with confidence. Follow up with potential investors or customers, and stay in touch until you’ve closed the deal. Good luck!

Venngage is an online tool which can help you create one – it has numerous business proposal letters and business proposal examples you can use.

Venngage is an online tool that can help you create professional proposals, presentations and reports. It has numerous business proposal letters and business proposal examples that you can use to get started. Plus, it’s easy to use and makes adding graphs, charts and images a breeze. If you want to create a high-quality proposal quickly, Venngage is the tool for you. Have you tried using Venngage for your next proposal?

Jessi is the creative mind behind The Coffee Mom, a popular blog that combines parenting advice, travel tips, and a love for all things Disney. As a trusted Disney influencer and passionate storyteller, Jessi’s authentic insights and relatable content resonate with readers worldwide.

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7+ Sample New Product Proposal in PDF

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New Product Launch Project Proposal

New product launch project proposal presentation, free google slides theme and powerpoint template.

Yes, making a good first impression is a key factor for success. That’s why product launches are so important. How are you going to prepare for your next product launch? Are you holding an event? Is it online? Or at a fair? Prepare it all with this elegant and modern project proposal template and gift your audience with a new product that will make them fall in love with your company. The resources are completely editable!

Features of this template

• 100% editable and easy to modify
• 28 different slides to impress your audience
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• Includes 500+ icons and Flaticon’s extension for customizing your slides
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• Includes information about fonts, colors, and credits of the resources used

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North of Tyne Combined Authority

The North of Tyne Combined Authority was a partnership of three local authorities: Newcastle, North Tyneside, and Northumberland and a directly-elected Metro Mayor.

North of Tyne Combined Authority is now part of the North East Combined Authority

The first and only term of the North of Tyne Combined Authority (NTCA), 2019 to 2024, has come to an end. In May 2024 it was absorbed into the new North East Combined Authority.

In those five years, NTCA took a collaborative approach towards solving the problems our communities face. Working in partnership, creating connections between programmes and projects, developing an inclusive approach to investing in our region. 

To read about what NTCA achieved through devolution download their final report Delivering Devolution Together.

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Document archive.

Meeting agendas and minutes, decision notices, forward plans and other relevant governance documents published by the North of Tyne Combined Authority are now available in the document archive.

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Some projects started under NTCA have transferred to the new North East Combined Authority. Details can be found in our projects collection.

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